The intended audience was people of all ages who can read. My approach was to invent something people have never seen, thus creating mystery, evoking curiosity and leading them to action. The design solution was a simple mathematical formula to transform the two-dimensional letters into three-dimensional letters. This book was sold worldwide, reaching a very diverse audience with different interests. It was reviewed by several publications, including The New York Times and Wired magazine, and it won the New York Book Award.